The landing page is the crucial first impression of your company. Creating your landing page strategy and compelling content to get the visitor to convert is the key. But designing an effective landing page can be difficult, especially if it needs to accomplish several different goals at once. Here is how to create landing pages that will increase ROI.
Start With A Strong Headline and Subheads
Grabbing the attention of a visitor within the first 10-20 seconds is critical. A strong, clear headline on your landing page will keep them interested. You want them to stay on your page, and the headline and subheads are the first things they see and need to be compelling enough to keep them invested. Your headline should state your offer, what it does, and why it’s valuable. It’s helpful to have subheads to further explain and highlight the offer. Keep the subheads short and to the point.
You can be bold and creative with your headlines and subheads because you want them to be unique and grab attention. Keep them interesting so the visitor will make it to the body copy and, ultimately, the CTA, the road to conversion. “Remove or limit extra navigation.” Christina Ross, President and an expert on SEO at Silver Frog Marketing stated when discussing landing pages.
The call-to-action (CTA) might be the most important part of your landing page. If the visitor doesn’t click the CTA, you will most likely lose the sale. Make the CTA the focal point of the landing page. Bright colors and clear, actionable copy like “Buy Now” or “Get Yours Here.” Repeat the CTA multiple times on the page, above and below the fold. The visitor should never have to look for a CTA. “A LP’s main purpose should be to focus on one thing, the offer or event you are promoting. When a visitor lands on a page, we want to limit them wandering off until we get them to perform the intended action i.e. a form fill or download.”
Images and Videos
The human brain will process visual content much faster than text. Placing images and videos will make your landing page look great and engage visitors right away. When presented with the choice of video or reading text about the same information, 59% of people prefer watching videos. Attention spans also increase to 2.7 minutes when a video is available.
Feature Social Proof
When a consumer buys a product online, there are several places they visit before completing a sale. A few ways you can feature social proof on your landing page to help convert a sale are:
- Ratings and reviews
These tools are powerful, especially when someone is on the fence about a purchase. When someone outside the brand says a product is great, it’s more convincing and credible than the brand saying it themselves. Consumers want a quality product, and when it has good ratings, testimonials, endorsements, and badges, they feel more comfortable completing the sale.
Use Forms to Capture Data
When it comes to forms, people don’t like to give too much information until they feel a certain comfort level with your company. When asked about using forms Christina Ross stated, “Keep the objective clear. Only ask for what you need. I would start with just asking for their name and email address initially, with the goal of drip marketing to them over time. With lead nurture methods, that customer will begin to trust your brand more and more.”
Make It Mobile Friendly
Everyone shops on their smartphones these days. Your landing page needs to be mobile-friendly, so your landing page doesn’t look strange on their phones or tablets. Using a responsive layout arranges your landing page based on the visitor’s screen size, so text, video, and images are appropriately scaled.
Optimize Your Landing Page With SEO
Search engine optimization is a marketing strategy used to rank your website higher on Google. “Without optimizing your website, visitors will have a hard time finding you organically,” says Ross. “Most people don’t make it to the second page of Google results, so having a high ranking website on search engines is crucial for business. “
These tips can help you build a landing page that will keep visitors on your website for longer, increase conversion and ROI. Not only will your landing page look professional and impressive, but it will also be a high-performing, well-oiled machine.